Bollywood stars are finding a new career everywhere but their prime occupation of working films is in doldrums. The current Bollywood producers versus Multiplexes war have created more problems for this ailing industry that has faced consecutive jolts with back-to back flops. In year 2009, the box office scenario was bad to worse where no major hits were reported and the tally of flops went rising with flow of multiple releases every week. In hot pursuit of finding an amicable solution to this problem, arch-rivals Shahrukh Khan and Aamir Khan joined together as mouthpiece and along with dozens of renowned film personalities addressed a press conference. It looked more melodramatic than rational when these two big-wigs buried their hatchet and spoke for the film fraternity. Despite their light humored antics, the mood was moreover tensed with the tension showing on the faces of many distributors, producers, exhibitors and actors, presiding over the conference.
To add more fuel to the fire, cricket carnival IPL is all to barge households in coming weekends and it can well be apt replacement for the cinema entertainment. According to media reports, film producers gave an ultimatum to revenue sharing to the diverse multiplex lobby. On flip side, multiplexes have been demanding more flexibility in the revenue sharing and have denied 50: 50 revenue sharing. They have demanded performance based revenue sharing and are ready to share more if the collections attain a substantial rise.
It has resulted in a “No-release” deadlock situation where multiplexes have refused to release any film till the matter is resolved peacefully. Bollywood producers and distributors strongly believe that 50:50 revenue sharing is fair and normal, by all standards. According to them, it is universal and there has to be no issue for not accepting it. On the other hand, multiplexes owners differ in their opinion and feels that the present state of box office clearly indicates that neither the star cast nor the budget of the movie guarantees success. The disappointments of three big flops (CHANDNI CHOWK TO CHINA, DELHI-6 and BILLU) have aggravated the situation and have added more worries to the fraternity. The minor successes of mediocre hits like DEV D and RAAZ-THE MYSTERY CONTINUES were not substantial that can really fill the empty coffers. The producers have taken a firm stand of not releasing any film and it has resulted in dry spell of new releases at the box office. The effect is so immense that there are no promos of any upcoming movie on any media circuits. It is clear that the disagreement and confrontation is not expected to end before the month of May, 2009.
The last release 8X10 TASVEER, starring Akshay Kumar added the last nail in the coffin as the film went horribly wrong with media as well as with the masses. The coming month of May will be tougher for Bollywood as their entertainment will be at loggerheads with flashier IPL 20-20 Cricket matches. It has gloss as well as stardom attached to it and will be aired at prime time on TV channels. It is likely to retarding the interest of the viewers and will be affecting the fortune of new releases. The conflict has suggested the reality that the quality and performance of present-day cinema is not up to the mark. It seems that producers have taken audiences lightly and have compromised over quality and substance in their presentation and work.
It is concluded that there is no sure-shot formula for success. Even the fat pay-cheques of big stars sounds fake, and the garish promotions of new releases sounds unnecessary as the film underperforms badly. Let’s hope that this can add more quality, spirit and substance in multiplexes cinema which is reeling under the pressure of sub-standard entertainment.